How I Got Here: Lmnd Founder Ana Maria Escobar on the importance of understanding your customer
IMAGE VIA LMND
WORDS BY TIA HARMER
“Every experience and piece of knowledge you gain along the way is valuable and can be carried with you to your next role.”
Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that wildly impressive job? While the internet and social media might have us believe that our ideal job is a mere pipe dream, the individuals who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.
But behind the awe-inspiring titles and the fancy work events lies a heck of a lot of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success to actually being at the top of their industry?
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Welcome to How I Got Here, where we talk to women who are killing it in their respective fields about how they landed their awe-inspiring jobs, exploring the peaks and pits, the failures and the wins, and most importantly the knowledge, advice and practical tips they’ve gleaned along the way.
Growing up in Colombia, Ana Maria Escobar has always gravitated towards bold colours and strong lines. With a background in industrial design, she arrived in Australia hungry for a creative future. After studying fashion and textiles, Ana Maria was armed with the technical knowledge to start her own brand, Lmnd.
Developing her unique skill set has been no easy feat. Having worked in both retail and corporate environments, Ana Maria’s 23 years in the industry have taught her the importance of storytelling, relationship-building and flexibility. Here’s what she’s learnt along the way.
What do you do and what’s your official job title?
Hi, I’m the founder of Lmnd (Lemonade). As an entrepreneur, the hardest question is defining my title because nothing truly captures my day-to-day! I wear so many hats as a Founder, CEO, Creative Director, Buyer and Designer… occasionally, you’ll find me helping customers in-store or updating our social presence (still learning).
Take us back to when you were first starting out. Did you study to get into your chosen field, or did you start out with an internship/entry-level role and climb the ladder? Tell us the story.
I’ve always been passionate about design, particularly in playing with colour and objects. I was born in Australia but grew up in Colombia, South America, where I pursued a five-year degree in industrial design. This time of my life holds some of my fondest memories, not only because of the vibrant Colombian culture but also because it exposed me to a completely different approach to creativity and design compared to Australia.
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It was during this time that my love for colour, materials, and the intricacies of manufacturing truly developed. After arriving in Australia, I went on to study a Bachelor of Fashion and Textile Design at the University of Technology Sydney. This was another invaluable learning experience that opened doors for me to work with some iconic Australian brands.
My studies provided me with a solid technical framework, but it was… practical experience and being immersed in the industry that really honed my skills and developed my understanding of retail and design. On top of that, I’ve always been curious and ready to push my boundaries, and this mindset has allowed me to be part of some great brand stories.
Looking back, I’m so grateful for the experiences and knowledge I gained along the way. The combination of my industrial design background and fashion education has given me a unique design perspective, blending functionality, aesthetics, and innovation. It’s also given me a strong foundation to navigate the always-evolving landscape of the fashion industry.
What challenges/hurdles have you faced getting to where you are now? Can you tell us about one in particular?
Navigating English as my second language has been a challenge, but I wouldn’t consider it a negative hurdle. Understanding the Australian aesthetic and adapting to the culture has been an ongoing ‘challenge’, but it’s one that I embrace because it keeps me curious and open to new perspectives.
One significant challenge I faced was working in large organisations with a corporate culture. It taught me that my non-negotiables revolve around teamwork and shared values rather than just design or aesthetics.
Working in a corporate environment allowed me to hone my collaboration skills and effective communication, and navigate complex structures. It was a really challenging experience, but it helped me refine my career goals and identify the type of work environment I thrive in. Overall, facing challenges has made me the person I am today – so I welcome them with open arms!
What do you want people to know about your industry/your role?
Whilst at times problematic, the fashion, retail and manufacturing industries can be really fun and exciting spaces. We have the ability, even on a small scale, to drive change, particularly in the area of ethical sourcing and sustainability. When you purchase or wear Lmnd garments, you become part of the larger story we’re telling – and our customer experience is so important to us.
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As for my role, I thrive on versatility. With 23 years of experience in the industry, I’m still learning every day. I love that every day looks different – which can be daunting, but also so inspiring. My little revolving door of roles and responsibilities lets me explore different aspects of the industry, from design to marketing to customer engagement. I want people to understand that our industry is not just about creating new products, it’s about making a difference and creating meaningful experiences for our customers.
What’s the best part about your role?
The best part of my role is working with passionate people who love what they do – especially our makers and manufacturers! Building relationships is so crucial because they are the people that bring our creative visions to life.
Over the years, I’ve developed beautiful friendships with our suppliers and customers, which allows me to create pieces that meet their expectations in terms of quality, fit and price. It’s so fulfilling to see our collective efforts come to fruition and witness the positive impact our products have on people’s lives.
What would surprise people about your role?
To truly understand your customer, you need to understand their wants and needs – and for me, that’s working in the Lmnd boutique every Friday. It’s the day I look forward to most each week. Chatting with my regulars, meeting new people and actively listening to my retail team – we really understand what customers are looking for. We value their feedback and actively apply it to improve our products. Whether it’s adjusting the length of our shirt dresses, maximising the softness of our shirts, or fine-tuning our colours, everything we do is customer-led.
What skills have served you well in your industry?
Aside from the necessary technical skills and industry knowledge, two key skills that have got me where I am today are listening and a holistic approach to business. Understanding the perspectives and needs of everyone involved in the business is also so important for success – you have to be able to collaborate!
Working for Oroton for many years as the General Manager and Creative Director, I also gained an incredible understanding of how important storytelling and narrative is. I put it down to my South American upbringing, where storytelling is deeply ingrained from childhood.
What advice would you give to someone who wants to be in a role like yours one day?
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Pay attention and ask questions! Every experience and piece of knowledge you gain along the way is valuable and can be carried with you to your next role. Take the initiative to learn and understand as many parts of the industry as you can – try and take something positive away from every experience. From working on the retail floor to managing production, design and logistics – there is always something to learn!
Learn how you best communicate and hone your skills. Being able to effectively communicate your ideas, listen to feedback, and work well with others is essential! Stay curious. Fashion is an ever-evolving industry. But most importantly, stay true to your passion and purpose. Your love for the industry and dedication to your craft will help you succeed and drive you to continually learn and grow.
What about a practical tip?
While you don’t need to be an expert in every part of your business, it’s really helpful to have a solid understanding of each area. It will allow you to understand the impact of each action and help you focus on what truly makes a difference.
Don’t forget – the industry is constantly evolving, so staying adaptable and flexible will serve you well! Embrace the fact that things will always be a moving target.
Read the rest of the How I Got Here series here.
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